Warranty Sales
The Financial Services director has issued a challenge to the UX team to gain an uplift in online warranty sales for
large electrical items.
Competitor Analysis
Gallery Page
Competitor Analysis
Product Page
Competitor Analysis
Basket Page
Sources
"Users almost never look at anything that looks like an advertisement"
Jakob Nielsen, 2007
Sketches
Gallery Page
I considered a more informative and visual hover, providing details on both guarantees. However, this is not as usable on a tablet or mobile and so limits how many people will actually see this information.
Sources
"Frustrations and pain points: Lots of text! Kate is more of a visual person and responds well to examples"
Persona 1, Kate Henderson
Sketches
Product Page
I wanted to make the warranty options really visual and make it more interactive. However, I decided against the slider approach. It is not clear if you have selected the warranty just by moving the slider. It is also more difficult to use on a mobile
Sources
"Sliders are a far from ideal interaction for those with motor impairments and in particular the elderly community"
Jamie Sands, Uservision.co.uk, 2011
Sketches
Basket Page
Sources
"The solution to tunnel vision usability problems is to position related items close together"
Jakob Nielsen, 2012
"When initially viewing a website, most users will first scan the page for visually interesting content and only after something grabs their attention will they actually begin reading"
Nathan Barry, Smashing Magazine, 2009
Wireframes
Gallery Idea 1
Wireframes
Gallery Idea 2
I used a tick icon as the connotations are positive, it visually suggests that having these options available are a selling point of the TV rather than selling the service.
Wireframes
Product Idea 1
Sources
"Don't be pushy. Avoid automatic opt-ins"
Trenton Moss, Webcredible.co.uk, 2013
Wireframes
Product Idea 2
I wanted to try not forcing the user to make a selection, putting the user in control. This appears to be a technique used by most competitors. Using the boxes to highlight the two options will visually draw the user to that section. Links to further information are question mark icons, more visually interesting and therefore more appealing.
Sources
"The human brain is wired to prioritise risk or danger above everything else. Tversky and Kahneman proved that the brain is geared to first assess risks then benefits - in that order"
Sue Barrett, Barrett.co.au, 2013
Wireframes
Product Idea 3
Therefore the design leads with the risks of not purchasing a warranty and then the benefits. Again, the text is broken up with ticks for more positive reinforcement. The same boxes are used to highlight the options and are more visually appealing than the 'no service' option.
Wireframes
Basket Idea 1
I have show both warranty options and links to further information. At the moment both are hidden behind another link. This reduces the number of clicks the user has to make to view the options and get more information.
I have kept the design consistent as the user is now familiar with how the selection is made.
Wireframes
Basket Idea 2
I wanted to try using an Add to basket link instead of the radio button. It is completely apparent using this approach, what action the user has to take.
Hi Fi Design
Gallery Variant
I have made the tick icon green to make it stand out a little bit more without detracting attention away from other key features.
Hi Fi design
Product Variant 1
The bright colour of the boxes draws your attention to them above the 'no service' option. I have used the blue from the links around the site for the question mark icon to confirm this is also a link.
Hi Fi Design
Product Variant 2
The risk is in black putting more emphasis on this part of the text. The green ticks help to break up the rest of the text and reinforce the positive nature of the benefits listed.
HI Fi Design
Basket Variant 1
Hi Fi Design
Basket Variant 2
For Consideration
Additional Variant - Added to Basket Pop Up
The service is promoted at this stage but there is no action for the user to take if they decide at this stage that they would like to add a warranty option. I have suggested allowing the user to add a warranty at this stage also.